Pickup sales accelerate in January, as overall online sales decline during the month
January is usually a month when people pull back, but recent data shows that more buyers were out last month. The Brick Meets Click/Mercatus Grocery Shopping Survey for the month of January showed total online grocery sales fell 8% from January 2021, with a year-over-year decline in delivery and home delivery methods. Highlighting greater consumer mobility, pickup truck sales increased nearly 2%.
According to the survey, grocery delivery was down 7% and door-to-door sales fell 30% from a year ago. Pickup, on the other hand, saw a 5% gain, now accounting for nearly half (47%) of online grocery sales.
The fallout from the ongoing pandemic — extended into January with surges of Omicron in many parts of the United States — continues, researchers said. “These sales results show that COVID-related circumstances continue to disrupt the way people shop, but in different ways than they did at the start of the pandemic,” said David Bishop, partner at the analytics firm. to analyse. Brick meets click. “Rising COVID case rates no longer have the same effect on shopping habits, in part due to advances in vaccinations. The loss of financial assistance is another factor as the economic impact payments and child tax credits that many households received in 2021 have ceased. And, as if that weren’t enough, many retailers modified store operations in January to address labor shortages associated with COVID-related absences and a tighter job market.
Overall, the online grocery user base remained stable, with the number of US households buying groceries on the digital channel pegged at 69 million, just 1% lower than the last year. In January, account users placed an average of 2.7 orders, 5% less than in 2021 but still a third more than before the 2019 pandemic.
Breaking down the online grocery market, the Brick Meets Click / Mercatus survey found that consumers continue to shop through the channel, with a mass of grocery leftovers. In some positive news for grocers, the share of the grocery user base that also shopped online in the mass channel during the month was down two percentage points from a year ago. one year and ended over 26% for January, while the likelihood of an online grocery customer using the same service again in the following month jumped nearly 4% year over year. ‘other.
“Grocers have a clear opportunity to drive stronger repeat purchase behavior,” said Sylvain Perrier, president and CEO of e-commerce platform provider Mercatus. “In addition to delivering a great customer experience, they also need to understand which loyalty drivers are unique to their customers and their brand. When it comes to online grocery shopping, consider adding benefits that address behavioral and emotional triggers, such as offering a wider range of preferred pickup times or more frequent pickup slots.